Google Ads is an advertising service created by Google that allows marketers to display clickable ads on Google’s search engine results page (SERPs). By using a pay-per-click (PPC) payment method you can bid on specific keywords for which you want your ads to show. For every search that the user performs using those particular keywords, Google will show the ad. The advertiser will pay only if a user clicks on it.
Google Ads provides many benefits to advertisers. It has become an essential digital marketing technique that companies use to maintain a competitive edge.
Benefits of using Google Ads
Here are some benefits Google Ads bring to a business:
- Immediate exposure – Your ad can show in the top 5 results on a Google search results page for everyone to see. These ads appear above organic ranking results.
- Reach – You can reach your potential customers with relevant and targeted ads when they search for products or services that you offer.
- Geotargeting – You can target your ads to specific geographic locations.
- Reporting – Google Ads reporting lets you determine which keywords are or are not working, the click-through rate (CTR) of your ads, and several other data points.
- Budgeting – Google Ads gives you the ability to manage your bids and budgets.
The actual position of your ad on a search result page is determined by your ad rank, a score that is determined by calculating your maximum bid times “Quality Score” (determined by the relevance of your ad, responsiveness of your landing pages, optimization, and many more factors). The highest ad rank gets the 1st ad position, and your cost-per-click is determined by the ad rank of the next highest ad rank below yours divided by your Quality Score.
When a user clicks on your ad they are directed to your landing page. This is the place where your visitors learn more about your offer and, most importantly, convert into customers. This is done with a call-to-action This is the most important part of your landing page—where visitors take the action you want them to take (Buy Now, Subscribe, etc.).
What are the differences between Google Ads micro-campaigns and other PPC strategies?
Alpha Efficiency team members were amongst the first ones to pioneer the micro-campaigns for Google Ads in 2013. As opposed to other PPC strategies, these campaigns are deliberately focused to create ad copies for small geographic areas with a very narrow keyword subset.
For a micro-campaign to yield the best results, you need to make them competitive with quality design and personalization.
For example, if you are targeting a specific zip code, you need to have a landing page that is created for that zip code and include the name of that zip code in the ad copy. This kind of customization goes to show the user that they are in the right place. Alpha Efficiency often inserts the location and keyword information in the standardized landing page template with the help of PHP programming and integer files. This strategy works especially for businesses that operate within a specific territory, like Skydan Equity Partners, one of the Alpha Efficiency PPC clients.
Micro-campaigns allow you to hyper-focus on location and the keywords of your customer. When you are super-relevant to the customer base you are targeting, your budget won’t be at risk of being bled dry with irrelevant clicks since you are setting high constraints as to where your advertisements are showing up.
Tips for organizing your micro-campaigns
Having many campaigns can be tough to manage, so you will need to introduce clear taxonomy to organize your campaigns. Make sure to aggregate your data so you can monitor multiple keywords across multiple locations. Finally, create saved searches inside Google Ads to help you monitor the groups of campaigns instead of observing them individually.
The main idea behind Google Ads micro-campaigns is based on targeted niche competition
Most small to medium businesses don’t have large budgets to compete with big players, so micro-campaigns offer an excellent chance to stand out in competitive markets. The smaller your company is, the more focused you need to be on micro-campaigns.
Moving from a city optimization strategy to a more granular ZIP code approach allows for better bid adjustment, serving more relevant ads, and better budget allocation. This leads to improved conversions and the acquisition of additional customers. Simply by segmenting your campaign you can achieve:
- Up to 212% of the conversion rate increase
- 13% decrease in average CPC
- 4% increase in average CTR
- Cost per conversion decrease of nearly 60%
How to Set Up Your Google Ads Micro-Campaign
- Segment your campaign based on the ZIP codes you are targeting
- Compose relevant ads for each ZIP code
- Conduct A/B testing to determine which ad performs better
- Create a separate landing page for each ZIP code you are targeting
- Make sure to mention the location name in both your ad and landing page
- Use taxonomy to evaluate results
- Increase your bids on those campaigns that yield best results
Can blog posts be used as landing pages for Google Ads?
Your blog posts can also serve as landing pages. as They are great for generating search traffic, demonstrating your expertise in a given field, and communicating with your client base.
For example, if your company operates within a specific territory and you have a page on your website that is related to it (like location pages), you can use it to write about your location-related services and special incentives that you provide to customers from that territory instead of redirecting them to your contact form page. This builds trust between you and your local community letting them know that you are there to tend to their needs as well as educate them about the easiest way to solve their problems.
A well-written blog that is backed with a sound strategy can generate many potential leads for you and your business, improve your SEO, and make a strong connection between you and your customers.
The goal of a landing page is both to inform and capture leads and sales. Blog posts are great for this since you can use them to inform visitors and lead them to follow your call-to-action. One of the main benefits of blog posts is that they sound less like an advertisement and more like native content, so your visitors won’t feel like they are being persuaded into something just to make a sale.
To turn your blog post into an effective landing page you must first decide on the action you want your visitors to take. You could place an emphasis on building an email list, which means you would make the signup form your priority. The important thing is to make the action you want them to take feel like a natural response to visiting your page. For every change that you make on your blog post/landing page conduct A/B tests to see if it brings more traffic or not.
Micro-campaigns have a great psychological effect on the searcher. They deliver ads that perfectly match the searcher’s intent When the copy is coupled with the location from which they are searching, your visitors are provided with the feeling of connection that transcends the ad itself. The searcher feels that you have the capacity to relate to them, that you understand their problems, and that you are specialized in the job for which they are searching.
This results in creating a tight bond with your customers, increasing their trust. Although running these kinds of campaigns demands more work, segmentation, and monitoring, they save your budget from unnecessary spending and make for happy customers that always come back.
Nenad is an advanced student of Serbian literature with a passion for wordsmithing. He enjoys browsing the digital world and writing about his experience from the land of online advertising.